Fruit - US - June 2017

Fruit - US - June 2017

The fruit market continues to experience sustained growth due to its near universal consumption and an increased interest in healthy fresh snacks among consumers. Though the fruit market as a whole is growing, the canned/jarred fruit segment faces year-over-year declines as consumers perceive these products as too processed and too high in sugar. Fruit brands can grow sales by identifying what needs specific fruit types satisfy and developing products for those occasions.

THE MARKET – WHAT YOU NEED TO KNOW
Fresh fruit drives total market sales
Chefs are using fruits in new and interesting ways
Consumers want healthful snacks

MARKET SIZE AND FORECAST
Fruit continues to experience consistent growth
Figure 7: Total US sales and fan chart forecast of fruit, at current prices, 2012-22
Figure 8: Total US sales and fan chart forecast of fruit, at current prices, 2012-22

MARKET BREAKDOWN
Fresh fruit commands more than 90% of the total fruit market
Figure 9: Total US retail sales of fruit by segment, at current prices, 2015 and 2017
Sales of frozen and dried fruit grow while canned/jarred continues to decline
Figure 10: Total US retail sales and forecast of fruit, by segment, at current prices, 2012-22
Other channel fruit sales growth is outpacing supermarkets
Figure 11: Total US retail sales of fruit, by channel, at current prices, 2015 and 2017

MARKET PERSPECTIVE
Fruits are trending at restaurants
Figure 12: Incidence of the top 10 fruits used as an ingredient on menus, Q1 2015- Q1 2017
Figure 13: Ingredient Matrix, top 10 fruits (excluding avocados) used as an ingredient, Q1 2015- Q1 2017
Figure 14: Ingredient Matrix, top 11-20 fruits used as an ingredient, Q1 2015- Q1 2017
Fruits are most often used in salads/desserts
Figure 15: Change in the incidence of the top 10 dishes on menus that use fruit as an ingredient, Q1 2015-Q12017
Figure 16: Change in the incidence of the top 10 dishes on menus that use fruit as an ingredient (excluding avocados), Q1 2015-Q12017
Claims offer insight on how fruit is marketed at restaurants
Figure 17: Change in the incidence of the top 10 fruit claims used on menus, Q1 2015-Q12017
Preparation methods indicate innovation opportunities
Figure 18: Menu examples of grilled fruits
Figure 19: Menu examples of pickled fruits

THE CONSUMER – WHAT YOU NEED TO KNOW
Fruit is a staple product
Consumers have negative perceptions of canned fruit/fruit cups
Most fruit is eaten as a snack
Consumers want to eat more fruit
Consumers have varying perceptions of organic fruit

CANNED/FRUIT CUP NON-PURCHASERS
Canned fruit and fruit cups face an uphill battle
Figure 44: Reasons for not buying canned/fruit cups, March 2017
Young consumers may prove hard to attract
Figure 45: Reasons for not buying canned/fruit cups, by age, March 2017
Figure 46: Reasons for not buying canned/fruit cups, by age and gender, March 2017
Dried fruit buyers have negative views of the canned/jarred segment
Figure 47: Reasons for not buying canned/fruit cups, by fruit type buyers, March 2017
Organic-buying consumers think canned/fruit cups are too processed
Figure 48: Reasons for not buying canned/fruit cups, by organic segmentation, March 2017

FRUIT USAGE BY ALL FRUITS
Fruit is most often consumed as a snack
Figure 49: Fruit usage, any fruit type, March 2017
Fruit usage varies by generation
Figure 50: Fruit usage, any fruit type, by generation, March 2017
Figure 51: Fruit usage, any fruit type, by age and HH income, March 2017

FRUIT PRODUCT INTEREST
Interest in new fruit products is high
Figure 61: Fruit product interest, March 2017
Women are relatively disinterested in canned fruit innovations
Figure 62: Fruit product interest, any interest, by gender, March 2017
Figure 63: Interest in organic canned fruit, any interest, by age and gender, March 2017
Younger consumers are open to trying new fruits
Figure 64: Fruit product interest, any interest, by generation, March 2017
Figure 65: Fruit product interest, any interest, by Hispanic origin and generation, March 2017
Suburbanites and rural consumers are less open to trying new fruit products
Figure 66: Fruit product interest, any interest, by area, March 2017
Parents are more interested in new fruit products than non-parents
Figure 67: Fruit product interest, any interest, by parental status and age, March 2017
Interest in fruit segment products is high among segment buyers
Figure 68: Fruit product interest, any interest, by fruit type buyers, March 2017

APPENDIX – MARKET
Figure 72: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2012-22
Figure 73: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2012-22
Figure 74: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2012-22
Figure 75: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2012-22
Figure 76: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2012-22